YouTube creators are boosting the UK’s brands and economy

‘Creativity’, ‘diversity’ and ‘the economy’ are becoming increasingly associated with one another. The findings from two landmark studies, launching today at YouTube Festival, demonstrate that they are strongly symbiotic.

We have always known that creators are at the core of YouTube’s success and the latest YouTube Impact report by Oxford Economics on the state of the creator economy, highlights the wider, significant economic impact of YouTube’s creative ecosystem in the UK. A second piece of research, Mirrors and Windows, conducted with MTM, explores identity and media choice in the UK and the role and responsibility of brands in improving authentic representation.

This year I celebrated my 15th year at Google and there are some key themes that have progressed significantly during my time here. The main is the growth in sheer reach – new audiences continue to come to us with 96% of online adults in the UK visiting YouTube at least once a month. As a platform that attracts nearly the whole of the UK to our creative content, it should be no surprise that Oxford Economics found that YouTube’s creative ecosystem contributed over £1.4billion to the UK’s GDP, with 80% of creative entrepreneurs agreeing that YouTube provides an opportunity to create content and earn money that they wouldn’t get from traditional media.

I hear from creators every day about how our open platform has lowered the barrier to entry for creatives from every corner of the UK, and of every background and demographic. Munya Chawawa, who hosted YouTube Festival, is testament to how YouTube has the power to launch life-changing careers and ensure audiences can find content that reflects the diversity of the UK today. The research reinforced these anecdotes, with 79% of Mirrors & Windows respondents saying that they believe YouTube represents a wide range of voices, people and perspectives, a sentiment that was shared by those who identify as LGBTQ+ and those identifying as Asian, Black, Mixed or multiple, or other ethnic groups. Across the UK, from Scotland to Yorkshire to the South West, users also agree that YouTube has the content that people in the UK love.